Glossary of Content Marketing Terms

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Definitions for content marketing terms

  • A/B tests –  a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment. They are used to see which performs best in various marketing media.
  • Algorithm – a process or set of rules followed in calculations that search engines use to determine their results.
  • Analytics – information resulting from the systematic analysis of data or statistics.
  • Auto-responder – a program that can automatically generate a set response (or a series of responses) when someone subscribes to an email list.
  • Back-end – A “back-end” application or program serves indirectly in support of the front-end services, usually by being closer to the required resource or having the capability to communicate with the required resource. (Definition courtesy of Tech Target). The interface of your WordPress website or blog is an example.
  • Backlink – an incoming hyperlink from one web page to another website.
  • B2B – business to business commerce.
  • Call to Action (CTA) – is an instruction to the audience to provoke an immediate response.
  • Conversion – the act or an instance of converting or the process of being converted. In your website, this is when someone signs up for your email list, joins your membership program or buys a product or service from you.
  • Content Marketing – (1) a strategy for using useful information and entertainment to promote your brand and products. (2) creating appropriate and relevant media that connects company branding with the solving of users’ problems.
  • CMS – stands for Content Management System. They are a large variety of CMS software solutions.
  • CSS – Cascading Style Sheets is a style sheet language used for describing the look and formatting of a document written in a markup language.
  • Curation – a strategic technique where you share useful and informative 3rd party content with your social media followers as opposed to promoting yourself.
  • Demand Generation – according to Marketo it is the function of B2B marketing that creates demand for a product or services.
  • Evergreen Content – is content on your website with material that will be relevant to your visitors for years. Example are resource pages and some blog posts like “how to _____”.
  • Front-end – a “front-end” application is one where users interact directly with the application. Like your website when viewed in a browser.
  • Google Webmaster Tools – provides you with detailed reports about your pages’ and posts’ visibility on Google.
  • Guest Blogging – writing blog posts for external blogs with a link back to your site’s content in the author biography.
  • Hashtag – a word or phrase preceded by a hash or pound sign (#) and used to identify the topic of social media messages.
  • Head – the <head> section in your website’s HTML, which includes the page title, meta tags, and links to referenced files.
  • HTML – Hyper Text Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages.
  • JS – JavaScript is an object-oriented computer programming language commonly used to create interactive effects within web browsers.
  • Keyword – an informative word used in an information retrieval system to show the content of a document. Searchers often combine them in keyword phrases. Hence, they are also known as search terms.
  • Metrics – a method of measuring something or the results obtained from this measurement.
  • Native Advertising – Native advertising is when you create content for a third-party’s website or app. You create content that looks similar to the content of that site, and that would interest their audience. It should entice viewers to “click through to” your site via a link.
  • Permission Marketing – coined by Seth Godin, permission marketing is the opposite of interruption marketing; instead of interrupting the customer with unrequested information, permission marketing looks to promote goods and services only when a prospect gives consent in advance to receive the marketing information.
  • ROI – return on investment.
  • SERP – search engine result page.
  • Universal Analytics – a set of features that change the way data is collected and organized in your Google Analytics account, so you can get a better understanding of how users interact with your online content.
  • URL – uniform resource locator. Also known as URL address (what shows up in a browser’s address window).
  • Web analytics – the measurement, collection, analysis and reporting of data for purposes of understanding and optimizing web usage. It not only can be used for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website.

Dictionary image courtesy of Phil and Pam Gradwell under Creative Commons license via Mobile Atom Media in Orlando, FL 32803.